SPANISH beer range Alhambra is to be distributed in the UK by Morgenrot after the group signed a rolling five-year deal with owner Mahou-San Miguel.
Morgenrot said the five-strong Alhambra range will see increased focus and investment this year, including sampling activity, consumer media campaigns and a contest to find the UK’s favourite tapas venue.
The distributor’s John Critchley said while Spanish restaurants are a key focus for the brand, Alhambra can achieve growth in other types of outlet too.
“We are confident the beers have the ingredients to be a huge success in a variety of other on-trade venues, especially quality food-led pubs, style bars, where it already has a strong presence, and the growing number of ‘casual dining’ restaurants,” he said.
